Sasawalai Tonsakunthaweeteam

This study aims to investigate the impact of the ASEAN-China free trade agreement on plastic and rubber trading, focusing on trade creation and export diversion. The collected data include 11 intra-bloc countries and 23 extra-bloc countries from 1990 to 2021, analyzed using STATA17. The gravity model is applied to the international trade framework. First, the unit root test is used to confirm the stationary nature of the data. Then, the methods are compared, employing fixed effects and a robust Poisson maximum likelihood estimator. The bilateral dummy variables are used to estimate the directional impact of trade agreements on export volume. The result demonstrates that the ASEAN-China free trade agreement establishes trade creation and export diversion. It has had a positive impact on the export value of plastic and rubber in Thailand over the past 30 years, but in terms of trade creation is less than export diversion. This means that exporting plastic and rubber to extra-bloc countries will gain more benefits than trading with member countries under the ASEAN-China free trade agreement. However, trading under the ASEAN-China free trade agreement may continue, but export volumes of plastic and rubber will decline. According to the findings, it can be suggested that Thailand’s government has to have a comparative advantage in product and strong competitiveness. Meanwhile, the ASEAN-China free trade agreement should not only focus on trade tariffs but also improve customs clearance to reduce trade costs.

Acknowledgment
I would also like to extend my thanks to my parents for their support and encouragement throughout my studies.

Type of the article: Research Article

Abstract
As digital platforms reshape consumer–brand interactions, social media has become a critical driver of multidimensional consumer engagement. This bibliometric analysis synthesizes 245 peer-reviewed articles published between 2011 and 2024 to map the intellectual and thematic evolution of research on social media and consumer engagement. Through co-citation, co-authorship, and keyword co-occurrence analyses using VOSviewer, the study identifies six major thematic clusters, including consumer engagement and brand interaction in social media, brand loyalty and consumer behavior, social media marketing & tourism, digital marketing and engagement trends, demographic and content analysis in online advertising, and consumer behavior and social media marketing. Quantitatively, the results show a continuous annual increase in publications and highlight major contributions from the United States, the United Kingdom, and China. Notably, there has been a marked shift from surface-level interaction metrics toward more holistic engagement concepts that emphasize trust, emotional connection, and community co-creation. These insights offer theoretical advancements by expanding engagement frameworks and highlighting practical implications for marketers aiming to design authentic, resonant brand experiences. The study concludes with a set of actionable research directions to guide future exploration and support practitioners in navigating the rapidly evolving digital landscape.